Tata Motors carries out Rs 7 crore ToI Pan India campaign

Tata Motors is going all out when it comes to marketing its latest hatchback; the Tiago. In today's Times of India, the company did an interesting innovation by bundling a DIY Virtual Reality (VR) headsets with the newspaper.

The innovation has been done in three metros ----- Mumbai, Delhi and Bangalore, along with jacket ads in other cities. For the entire campaign, Tata Motors has spent between Rs 6-7 crore, according two people familiar with the matter. The cost of the VR innovation itself is expected to be around Rs 4 crore.

In the three metros mentioned above, readers received a separate 4 page supplement with full page ads, featuring brand ambassador Lionel Messi, detailing the features of the car along with the VR headset and asking the reader to download the 'Virtual Tiago Drive' app. The app also has other information on the vehicle.

The Tiago innovation has certainly gotten eyeballs with people taking to Twitter to share their thoughts.